From Aussie Brand to Culture Shaper: Outcast’s Bold Brand Identity with CMO Christina McGonagle

In Episode 181 of Earned, CreatorIQ’s Chief Marketing Officer Brit Starr sits down with Christina McGonagle—Chief Marketing Officer of Outcast, the bold Australian fashion brand taking the world by storm—to unpack how a bikini startup transformed into a global powerhouse. From its humble beginnings selling swimwear out of a bedroom, Outcast has grown into an international sensation, fueled by a fearless brand identity and a savvy embrace of influencer marketing. Today, the U.S. accounts for 70% of its revenue, thanks to immersive brand activations that go far beyond photo ops and create experiences customers can’t forget. Christina shares the strategic bets that have propelled Outcast toward the $100 million milestone, from investing in team culture to weaving influencers directly into advertising and product development. She also takes us inside the brand’s expansion into the UK, with a new warehouse and dedicated site designed to elevate customer experience. Along the way, Christina highlights how Outcast keeps customer engagement playful and personal through initiatives like the Heartbreak Hotel loyalty program and the Lake Club Outcast community. At the core, she makes a compelling case for balancing technology with real human connection—showing how Outcast is redefining authentic engagement in a digital-first fashion landscape.

In this episode, you’ll learn:

1. How Outcast turned influencer partnerships and organic gifting into a growth engine, driving US sales to 70% of total revenue.

2. Why immersive, unconventional events are key to Outcast’s brand strategy and build lasting community engagement.

3. The strategy behind scaling a fashion brand from a small Australian startup to nearly $100 million in revenue while staying true to its core identity.

Connect with the Guest:

• Christina’s LinkedIn - @christina-mcgonagle-0705663a

 

Connect with Brit Starr & CreatorIQ:

• Brit’s LinkedIn - @britmccorquodale

• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @CreatorIQOfficial

• CreatorIQ Instagram - @creatoriq

• CreatorIQ TikTok - @creator.iq

• CreatorIQ Twitter - @CreatorIQ